It’s the top of the yr, which implies it’s time to mirror on all of the work you’ve performed in 2022 and resolve when you ought to make any modifications going into the brand new yr.
I’m Mitra, the social media supervisor right here at Buffer, and that is my first weblog put up! As we speak I’m sharing Buffer’s high performing social posts from every platform and will provide you with an evaluation into why I feel these posts carried out so properly. Not solely is it enjoyable to look again at our high posts of 2022, nevertheless it’s additionally an effective way to know how we must always form our social technique for 2023.
What metrics are we utilizing to calculate these high posts?
At Buffer, we use engagement charge and impressions as our base metrics, so I’ll be sharing the most effective posts on Buffer’s Twitter, Instagram, TikTok, and LinkedIn for every of those metrics.
And when you seen that Fb wasn’t included in that final sentence, that’s as a result of the platform has not been a precedence for our social media technique because it’s not a channel the place we’ve traditionally had nice efficiency.
Now, let’s dive in to see Buffer’s high posts of 2022!
High Submit Primarily based on Engagement Price
EVERYONE AT BUFFER ONLY WORKS 4 DAYS A WEEK AND IT’S NOT LIKE THEY’RE DOING FOUR 10 HOUR DAYS THEY’RE ACTUALLY WORKING LESS THAN 40 HOURS A WEEK BUT THEY’RE STILL SUPER PRODUCTIVE AND THEY’RE FULLY REMOTE AND LET THEIR TEAM WORK WHATEVER HOURS WORK BEST FOR THEM AND LIVE ANYWHERE pic.twitter.com/AUoKLeOdWR
— Buffer (@buffer) August 19, 2022
This was a enjoyable one. On the time, this meme was trending and I knew we must always take part with our personal twist. We work 4 days every week and we actually love to speak about it! So, this meme was the right alternative to snicker about how passionate we’re in regards to the four-day work week whereas nonetheless telling everybody how a lot we love the four-day work week and the way it works for us. A bit meta, proper?
This put up a terrific instance of how leaping on well timed tendencies can repay when executed properly and staying true to your model, and that’s precisely how I feel it ended up with such a excessive engagement charge.
High Submit Primarily based on Impressions
Distant employees: What would it not take to get you again within the workplace (if there’s something)?
— Buffer (@buffer) October 9, 2022
This one ended up ruffling some feathers on Twitter. Many individuals took it as us saying we needed them again within the workplace — which is the other of what we wish!
I feel this one carried out so properly due to a mixture of issues: Going again to the workplace is a controversial matter, many individuals have been quote tweeting their solutions which put our tweet in entrance of their followers, and seeing the quote tweets inspired others to take part with their very own solutions.
It was a whole lot of enjoyable seeing all the responses to this tweet! Remember to take a look at our TikTok with a recap of our favorites.
@bufferapp You received’t catch us on the workplace 😎 What about you? Is there something that might persuade you to return to the workplace? #remotework #wfh #distant #buffer #remoteteam #fullyremote #greenscreen #beyonce
High Submit Primarily based on Engagement Price
To be sincere, I’m somewhat stunned to see a static picture as our greatest put up based mostly on engagement charge. This graphic is easy, informative, and will get straight to the purpose with what try to be specializing in to your model technique.
There are just a few components that I imagine made this put up carry out so properly: It’s a subject that our followers are eager about and one thing they could want recommendation on, it’s easy and simple to learn, and to be absolutely frank, this was posted earlier than Instagram’s algorithm modified to concentrate on Reels, so engagement was rather a lot higher on posts like these. I’ve a sense that if we posted this once more immediately, the metrics can be somewhat decrease.
High Submit Primarily based on Impressions
One thing we all the time say right here at Buffer is that “Our firm tradition is our superpower.” And this put up actually exhibits that to be true. Identical to the Twitter meme above, this was a pattern that I knew we may bounce on. Not many corporations are sharing their salaries, so I had a sense this is able to catch folks’s consideration and the audio simply match completely.
I’ve just a few causes for why I feel this put up obtained so many impressions. First, it’s a brief video (lower than 10 seconds), so that you don’t want to fret about holding folks’s consideration since will probably be over earlier than they lose curiosity. Second, not many corporations are transparently sharing their salaries like we’re (superpower!), so when folks discover out we’ve got an entire web page devoted to our group’s salaries, they’re actually stunned. And lastly, this audio was simply beginning to pattern when this was posted, so extra folks have been prone to see our put up.
TikTok
For TikTok, our analytics are somewhat completely different since engagement charge just isn’t offered of their instruments. We use views to gauge our success on the app.
High Submit Primarily based on Views
@bufferapp We’re hiring a Progress Product Supervisor! Apply now at buffer.com/journey #buffer #techjob #productmanager #hiring #4dayworkweek #remotejob #remotework
This was a extremely enjoyable put up! On the time, we have been hiring a Progress Product Supervisor and thought it might be enjoyable to put up in regards to the job opening on TikTok. Tom, our former Director of Product, was the hiring supervisor for the position so I reached out to him to see if he was open to being within the video. Enjoyable reality: Tom was an actor when he was youthful, so I had a sense he can be fairly snug in entrance of the digicam.
There are a whole lot of causes I can say this video did so properly (apart from Tom’s sensible performing abilities), however what all of it comes right down to is that this: Our firm tradition is our superpower (didn’t I inform you?).
Whenever you take a look at any job opening at Buffer, you’ll not solely see the job description, however the full wage vary, and an inventory of ALL our advantages. I knew that beginning the video out with that complete laundry checklist of advantages would actually catch folks’s consideration, and that’s tremendous vital – TikTok’s personal analysis has proven that 63 % of all movies with the best click-through-rate spotlight their key message or product throughout the first three seconds. I additionally knew that if folks made it previous that first part of all the advantages, they’d be simply as impressed to see that we share the complete wage vary as properly.
Once we posted this TikTok, we had lower than 100 followers, and we nonetheless ended up with virtually 300,000 views. This video is precisely why I like TikTok — anybody can go viral, no matter your follower rely.
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High Submit Primarily based on Engagement Price
Two nice issues about this put up: It’s each user-generated content material and repurposed content material. Each of those are nice sorts of content material to implement in your social technique as a result of they may prevent time and usually tend to carry out properly. I took the replies from this tweet and turned them into graphics to share on LinkedIn.
I feel this put up was our most engaged put up as a result of it featured our Buffer group and in addition inspired others to affix in with their very own recommendation. Since there have been a number of pictures to undergo, folks spent extra time on the put up swiping via each bit of recommendation. The theme additionally stays true to our mission, which is to assist small companies.
High Submit Primarily based on Impressions
This put up was my first time making an attempt out long-form content material on LinkedIn, so I used to be apprehensive that individuals may not take the time to learn the entire thing, nevertheless it ended up doing very well.
As soon as once more: Our firm tradition is our superpower. The four-day workweek is certainly gaining traction proper now, so I knew this was a subject that individuals can be eager about. As an alternative of simply telling folks, “hey, we’ve got a four-day workweek,” I assumed I’d go somewhat deeper and clarify how the corporate made this resolution and in addition share the outcomes.
Together with this put up together with a related matter and sharing outcomes, I feel the opening traces are actually what caught folks’s consideration and inspired them to learn extra (“We’ve been working 4 days every week for over two years now. We’re not working ten hour days to make up for the additional break day.”) Identical to how it’s a must to embrace your hook within the first three seconds of a TikTok video, you might want to embrace your hook initially of a LinkedIn put up.
What are we taking away from these posts for our social technique in 2023?
- Posts about our firm tradition are excessive performers. Going into 2023 I’m being aware of together with these repeatedly combined in with the remainder of our nice sources serving to small companies and creators
- Easy = higher. The posts that carried out properly are literally ones that didn’t require numerous video modifying or fancy graphics, so I have to keep in mind that being genuine and relatable is extra vital than having the nicest-looking content material.
- Taking part in tendencies can payoff when you can authentically join it together with your model. I’ll all the time be looking out for any tendencies we will bounce on, however provided that I really feel like I can actually join it with our model. There’s no strain to do each single pattern!
- It’s okay to be somewhat playful together with your tone, simply be sure to maintain it constructive. We’re going into 2023 with a extra playful voice, however nonetheless staying true to our message of serving to small companies, creators, and impressive people.
Need to take a look at what have been your greatest posts of 2022? Right here’s how.
- Go to analyze.buffer.com
- Choose a channel on the left
- Replace your date vary (high proper) to Jan 1 2022 – December 20 2022
- Choose Posts
- Scroll right down to the Submit Insights part
- Choose if you wish to type by impressions, likes, engagement charge, and many others.
- Be certain that it’s sorted in descending order
- Your #1 put up shall be on the very high of the checklist!
Thanks for studying! Have any questions on our high posts? Ship us a tweet and please share your individual high posts of 2022 and tag us, we’d like to see them!
